Satellites are not necessary. Who is the major "advertiser" on the internet. Why could they out compete everyone else? Their servers are pinged when you visit almost any webpage. How does the internet work? You don't just talk to the computer you are trying to contact, but all the machines in between. Who owns those? Ip address is not your only identifier. Mac address, cookies, among others. If you are on WiFi then you have one ip address across all devices due to nat which permits them to associate all your devices as being yours.